The MAFFEO DRINKS Podcast
092 | Scaling a City Cocktail Culture Through Middle-Tier Bars | Francois Monti, Amargueria
Feb 20, 2025
Francois Monti, a cocktail writer and the owner of Amarguería, dives into the complexities of the cocktail industry. He discusses the disparity between elite bars and emerging markets, stressing the importance of local bars in cultivating cocktail culture. Francois highlights the critical need for skilled bartenders and foundational taste education, while advocating for mentorship and diverse career paths within the profession. He emphasizes the benefit of strong trade relationships to elevate cocktail quality and enrich the overall drinking experience for consumers.
27:18
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Quick takeaways
- Francois Monti emphasizes the crucial role of middle-tier bars in nurturing cocktail culture and making quality drinks accessible to consumers.
- The podcast highlights the urgent need for better foundational training for bartenders to ensure consistent quality and understanding of cocktail crafting.
Deep dives
Growth and Evolution of the Cocktail Industry
The cocktail industry is experiencing significant growth, with bars in various cities increasingly focusing on creating quality cocktails. This evolution is evident as even establishments that previously did not prioritize cocktails are now incorporating them into their offerings. Consumers are showing a heightened interest in diverse cocktail experiences, which has led to a demand for more skilled bartenders. However, this rising popularity has also generated confusion regarding the standards and quality of cocktails, as many new entrants lack proper training and understanding of cocktail culture.
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